Most entrepreneurs don't realize that recruiting employees is part of the overall branding strategy a company should follow.Recruiting is a very sophisticated art and one of the greatest endeavours an enterprise can undertake.During my career I have developed a simple principle that a company should follow to preserve its values and ambitions:

​I would love to start this article with a quote by Al Ries in The 22 Immutable Laws of Marketing, in which he specifically speaks about the Law of Acceleration:

A fad is a wave in the ocean, a trend is the tide. A fad gets a lot of hype, and a trend gets very little. Like a wave, a fad is very visible, but it goes up and down in a big hurry. Like the tide, a trend is almost invisible, but it’s very powerful over the long term. A fad is a short-term phenomenon that might be profitable, but a fad doesn’t last long enough to do a company much good. Furthermore, a company often tends to gear up as if a fad were a trend. As a result, the company is often stuck with a lot of staff, expensive manufacturing facilities, and distribution networks […] When the fad disappears, a company often goes into a deep financial shock.

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"Branding is ruthless propaganda. Branding is communicating a specific, clear and simplified message, based on a differentiating proposition, in different ways through different channels over and over again, until it becomes a dogma that doesn't imply any additional explanation."